It was not long ago when one questioned the lucrative idea of experiencing films in theatres. The COVID induced lockdown encouraged new platforms that brought entertainment to TV screens for audience. Even as lockdown was lifted and theatres reopened, OTT platforms got stronger.
Post pandemic there was shift in viewing patterns. Even some of the biggest starts were unable to do the box office numbers that matched pre-pandemic numbers. Amid this, old movies got theatrical re-releases.
It began by announcement of short term film festivals or celebration of anniversaries. Encouraged by massive turnout from nostalgia craving movie lovers, this became a regular thing on the big screen. Now, week after week we get re-releases of old films on the big screen.
ADVERTISEMENT The year so far saw the re-release of films like 'Hum Aapke Hai Koun', 'Rockstar', 'Yeh Jawani Hai Deewani', 'Kabhi Khushi Kabhie Gham', 'Kuch Kuch Hota Hai', 'Veer Zaara', 'Jab We Met' and so many more. Some movies also got a second life. Films like 'Tumbbad', 'Rehnaa Hai Terre Dil Mein' and 'Laila Majnu' managed to earn more on re-release than during its initial release.
What is drawing audience to theatres for re-release? Experts share thoughts Ashish Saksena, COO - Cinemas, BookMyShow, said, "The resounding response to the re-releases this year is a testament to the pure love that Indians have to watch their favourite film on the big screen, a tradition that continues to be deeply ingrained the country’s movi.